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題名:服務補救、公平認知與顧客態度關係之研究-以航空業為例   
作者:陳曉天
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:謝安田
學位類別:博士
出版日期:2000
主題關鍵詞:服務補救公平認知service recoveryperceived justice
原始連結:連回原系統網址new window
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研究指出失敗的服務補救是造成顧客流失的主要原因,因此抱怨處理/服務補救是維持顧客的重要策略工具,追蹤分析服務失誤和抱怨處理/服務補救策略乃成為一重要管理課題。然而,由於相關的理論發展或實證研究尚屬不夠完備,再者,學者指出將公平認知構念納入服務補救之相關議題時,將可有助於對抱怨處理/服務補救與顧客態度間關係的了解且更具意義。因此,本研究主要目的在於檢測抱怨處理/服務補救作法對於公平認知之影響效果以及公平認知與顧客後續態度之關係。
本研究採用準實驗法作為資料收集方式,總共240位具有多次搭乘國際空班機經驗者參與填答問卷。主要研究結果如下:(1)顧客之公平認知與顧客滿意度改變幅度、忠誠度成顯著正向相關。(2)對於結果、程序、互動等三項公平認知最具影響效果之服務補救方式依序分別是財務補償、執行速度、服務人員之處理態度。(3)服務失誤事件影響程度、國際航空公司所屬國家之國際經濟發展程度對於抱怨處理/服務補救作法與公平認知之關係具有顯著之干擾效果。
本研究將抱怨處理/服務補救作法、公平認知、顧客後續態度三者組合成一系統架構,如此可經由對此三項變數彼此關係之整體了解而有助於服務品質及服務補救方面知識之擴展。
一、中文部分
周逸衡,關復勇,凌儀玲(1998),眼鏡零售業人員服務接觸與顧客反應間
關係之研究,亞太管理評論,3(2),149-164。
鄭紹成(1997),服務業服務失誤、挽回服務與顧客反應之研究,私立中國new window
文化大學國際企業管理研究所未出版之博士論文。
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